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Recognized as one of Top 21 Iconic Hotels in the World by National Geographic Traveler magazine, honoured with Travel

  • Leisure Magazine's World's Best Award for Top 10 City Hotels in Canada, and awarded Best Historic Hotel in the Americas, Fairmont Empress is located in Victoria, BC overlooking the city's sparkling Inner Harbour. Fairmont Empress recently completed a $60+ Million restoration that celebrates its proud history while moving the hotel into a new era of modern luxury transforming this iconic property into an elegant must-visit destination for the world's discerning travelers. This Forbes Four-Star, 4-Diamond property offers 464 beautifully appointed guest rooms and suites, Willow Stream Spa with signature West Coast experiences, Q at the Empress Restaurant featuring Pacific Northwest cuisine and award winning wine list, and Q Bar with its regionally focused cocktail culture was recently named to Canada's 50 Best Bars list. World famous Tea at the Empress is a bucket list experience in the hotel's sophisticated Lobby Lounge. Located on Vancouver Island, Canada's Castle on the Coast is the ideal starting point to explore British Columbia's stunning natural beauty

The Director, Marketing and Public Relations plays an integral part in the hotel's strategic repositioning by championing the two essential elements of consumer and media engagement

  • paid marketing and earned public relations. An unparalleled opportunity to be part of history in the making as the hotel redefines a modern Pacific Northwest resort destination experience.


  • Develop and lead the execution of an annual marketing and PR strategic plan in conjunction with the Director, Sales & Marketing to ensure profit growth
  • Execute public relations programs within the hotel's local, regional, national, and international markets as appropriate
  • Maintain annual marketing and public relations budget and administer that budget in a fiscally responsible manner
  • Advise on marketing, advertising and PR copy for any departments and provide editing for brand consistency
  • Serve as a key contact in the hotel for the media, industry partners and the community, acting as a proactive media liaison.
  • Act as spokesperson for the hotel and as a member of the hotel's crisis management team including maintaining a crisis communication program.
  • Write and disseminate press kits, press releases, media & editors' advisories and calendar listings. Update Public Relation newsroom and keep corporate Public Relations and agencies informed of all news.
  • Set growth plans based on customer understanding for hotel, meetings, events, weddings, Willow Stream Spa, and food & beverage. Develop product positioning and messaging that differentiates the hotel and its outlets within the market.
  • Evaluate customer research, market conditions, competitor data and implement marketing plan alterations as needed based on market intelligence. Monitor industry trends and make recommendations for strategic growth and change.
  • Develop and implement quarterly action plans utilizing strategies and long-term goals based on market and competitive intelligence aligned to hotel's key performance indicators.
  • Provide creative input and partnership contacts for packages and promotion development for all of the hotel's key market segments
  • Oversee the creative development and production of all the hotels promotional activities including media communications, collateral, websites etc.
  • Ensure consistency of information across all mediums (print materials, internet, etc)
  • Manage brand image and communications through social media platforms
  • Develop and build positive relationships with media and industry partners in key markets including Accor corporate press team.
  • Oversee all media driven events from plan development, budget management, program flow, and implementation with internal and external stakeholders, ensuring all event deliverables are met on time, within budget and align with the hotel's role in the local and global community, while raising the profile of both the hotel and the brand.
  • Develop joint regional and national promotional opportunities in accordance with Accor and Fairmont brand strategy and in partnership with Accor properties where applicable.
  • Leverage participation in corporate public relations initiatives to support brand awareness both locally and nationally.
  • Contribute to initiatives within the hotel that drive community relationships and profile (e.g., philanthropic efforts)
  • Develop and maintain all media lists and contact information
  • Responsible for the management, growth and strategic use of the hotel database
  • Maintain an up-to-date photo and video library, including collateral of all media and special events
  • Oversee photo and film shoots on site with commercial and traditional media
  • Organize and participate in appropriate press trips, sites, familiarizations, and industry trade shows. Work with tourism and industry partners where appropriate.
  • Maintain active memberships in industry related organizations and associations pertaining to market.
  • Seek product placement and media distribution opportunities to leverage new and existing brand partnership opportunities.
  • Develop and manage marketing partnerships with the Director, Sales & Marketing.
  • Prepare weekly, monthly, quarterly and annual reports as required
  • Report monthly on ROI of marketing and PR initiatives with recommendations for tactical changes to improve on investments.
  • Work with DOSM to leverage advertising and marketing programs. Implement directives as outlined from the Director, Sales & Marketing.
  • Work closely with the Regional Internet Marketing team to deliver innovative and creative on-line campaigns.
  • Work closely with the corporate public relations team to access top tier media opportunities and maximize reach of media exposure.
  • Work closely with sales team enabling them to meet their objectives by providing them with appropriate tools and resources.
  • Work in close collaboration with DMOs, tourism partners and industry stakeholders to showcase the destination as part of the overall strategy.
  • Provide leadership and mentorship to the Marketing & PR manager
  • Support and encourage positive team approach.
  • Sit on committees, as required (Planet 21, etc.)
  • Uphold the highest standard of internal and external customer service at all times.
  • Perform any and all other tasks as assigned


  • Bachelors' degree and/or Hotel Management Diploma/Degree in Marketing, Communications or and/or journalism degree required.
  • A minimum of at least 3 years Marketing and PR experience preferably with a luxury brand, hotel sales and / or hospitality environment.
  • Proven expertise in leading public relations strategies
  • Excellent written and verbal communication skills mandatory.
  • Detail oriented is critical to this role.
  • Strong ability to multi-task and meet deadlines in a fast-paced environment.
  • Excellent organizational, time management and administrative skills.
  • Self-motivated and able to prioritize to deliver exceptional results.
  • A passion for guest service and excellence.
  • Positive attitude and supportive, team-based approach towards the attainment of the hotel's short and long-term goals.
  • Ability to work flexible hours and days.
  • Strong computer literacy, especially with Word, Outlook, PowerPoint, Excel, Adobe Creative Suite, LinkedIn, and other social media platforms.
  • Proven ability to create and build authentic partnerships within industry and community.

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